- Top rated ITALIAN EVOO

- Best-selling EVOO of the top 5 oils

- Over 8 MILLION readers each month

What Your Mother Never Told You About Olive Oil

David Neuman, President

David Neuman, IOC Master Taster

David Neuman is a certified master taster by the International Olive Council

Intensive Tasting Seminars – SFO + NYC Extra Virgin Olive Oil Professional Tasting Seminars Sponsored by Lucini Italia San Francisco, January 17 & 18: - Partnership with ONAOO, the official tasting school and authority of the International Olive Council - Over 50 buyers, producers, scientist and olive oil enthusiasts attended - Keynote address and discussion led by Tom Mueller

New York City, June 27 & 28: - Partnership with Extra Virgin Alliance (EVA), a non-profit organization that is dedicating to restoring trust in the marketplace of both the trade and consumers - 75 attendees - Course will be taught by olive oil experts - Market panel discussion with some of the categories leading producers, influencers, and marketers

Mr. Tom Mueller, Extra Virginity

www.truthinoliveoil.com

PURE

LITE

LIGHT

100% PURE

100% ITALIAN

SPANISH

GREEK

DOP

COLD PRESS

IGP

OLIVE OIL

EXTRA VIRGIN

EXTRA LIGHT

INFUSED

NO CHOLESTEROL MILD TASTE

Why do you purchase EVOO?

What is EVOO?

• Olive oil must meet two sets of requirements to be considered “extra virgin” in the US: • Organoleptic (Taste) Standards:

• The oil must have “Fruity” (green or ripe) attributes and possess ZERO defects • High quality extra virgin olive oils are “Bitter” and “Pungent” • Defects include: Rancidity, Fusty, Muddy Sediment, Winey

• Chemical Standards (IOC):

(acidity)

EVOO vs. Virgin, Olive Oil, Pommace Oil…

• By definition, extra virgin olive oil is without flaws. Any oil failing a organoleptic and/or chemical test is NOT extra virgin, but is a • Virgin Olive Oil • Olive Oil • Refined Olive Oil • Pommace/Lampante Oil

Non-extra virgin oils LACK the health benefits you are looking for in extra virgin

olive oil!

What is the difference?

TYPE MADE FROM PRODUCTION METHOD

FURTHER PROCESSING

ADDITIVE ACIDITY APPEARANCE

EXTRA VIRGIN OLIVE OIL

OLIVES PRESS NONE NONE <0.8% Green

VIRGIN OLIVE OIL

OLIVES PRESS REFINING PRESERVATIVES <2.0% Deep yellow

PURE OLIVE OIL OLIVES PRESS REFINING PRESERVATIVES <2.0%

Yellow, very pale

POMMACE OIL OLIVE POMMACE

SOLVENT EXTRACTION

REFINING PRESERVATIVES >2.0%

Very pale or clear

TYPE OLIVE FLAVOR POLYPHENOLS CALORIES PER

SERVING

EXTRA VIRGIN OLIVE OIL

MED - HIGH MED - HIGH 120

VIRGIN OLIVE OIL NONE ALMOST NONE

120

PURE OLIVE OIL NONE ALMOST NONE 120

POMMACE OIL NONE NONE 120

The calories are the same. Why not make them worth it?

Why is EVOO good for you?

“The health benefits of olive oil are 99 percent related to the presence of the

phenolic compounds, not the oil itself.”

- Nasir Malik, research plant physiologist at the U.S.

Department of Agriculture’s Agricultural Research Service

It’s all about the Polyphenols.

Polyphenols are powerful antioxidants that reduce cancer risk and heart disease, American’s number one killer.

Not all extra virgin olive oils are created equal – especially when it comes to Polyphenol content. • Lucini has over TWICE the amount of Polyphenols as other extra virgin olive

oils • Why? Olives must be harvested from older, more mature trees in the

beginning of the harvest, when the olives are green, in order to capture the maximum amount of Polyphenols.

Not only are Polyphenols medicinal and GOOD for you, they protect the oil! • High-quality extra virgin olive oils rich in Polyphenols are more shelf stable

and less effected by light and heat. So YES, you can use high-quality extra virgin olive oil in high heat cooking applications!

EVOO vs. Virgin, Olive Oil, Pommace Oil…

The base of “pure” olive oil

and “light tasting” olive oil

Lucini’s estate DOES NOT sell pommace to any one for further processing – it is returned to the groves and used as fertilizer.

Italy 2012

Harvest & Crushing

SEPTEMBER OCTOBER NOVEMBER DECEMBER

LUCINI

LOW PRICED, INDUSTRIAL BRANDS

Harvest & Crushing

Two methods:

Country of Origin

This imported “Italian” extra virgin olive oil doesn’t even contain Italian olives!

ES = Spain, GR = Greece

Problems Plaguing the Olive Oil Set.

“Butter” flavored olive oil?

Special Selection COOSUR “Extra Virgin Olive Oil” is LAMPANTE/POMMACE OIL!

Extra Virgin Olive Oil Tasting